"It truly represents who I am both on and off the court," Humphries said. "I've been a watch and fashion lover my entire life and a competitor and the no-limit tag is really about how I approach my career."

The watches are popular with sportsmen, according to Sector's website.

"These watches are designed for people with an active lifestyle that are looking for a stylish watch that is able to withstand extreme conditions," the company said.

But Humphries and Sector do not plan to pocket all of the profits from the deal.

"A portion of the sales will go to my foundation, which is all set up to fight against childhood obesity and it's a really great thing," Humphries said.

The latest move puts Humphries in the spotlight after Kardashian has largely been dominating the headlines since the divorce.

There has been speculation that the couple married for profits since the divorce was announced after such a short wedding. The couple reportedly made nearly $20 million from the television rights to the wedding and selling photos and other nuptial items.